What is Pay Per Click in Digital Marketing?

You are here:Home»Knowledge Centre»SEO Knowledge Centre»What is Pay Per Click in Digital Marketing?

We are rated as the Best SEO and Google Ads Agency of 2024. Check out our Google and Clutch reviews below.

No fixed contract, just MONTH BY MONTH
Affordable and FAIR prices
Fast responses WITHIN hours
We love getting RESULTS
PPC iconSEO icon
Five star rated company★★★★★
GET YOUR FREE AUDIT & PROPOSAL

What is Pay Per Click in Digital Marketing?

Pay Per Click (PPC) is a digital marketing model where advertisers pay when their adverts are clicked on. The term Pay Per Click comes from the process, pay as and when a user clicks on one of your adverts.

This is paid advertising used by companies to boost their visibility and increase visitors to their websites. It is important to note that you only pay when your advert is clicked on by an interested party. It means you are paying for website visitors. There are a number of platforms that offer PPC including Google Ads and Facebook Ads.

It is a cost-effective marketing opportunity for businesses, as the fee paid are a nominal amount when compared to the profit you can make from one visitor. This type of marketing helps to improve brand image and visibility, providing you with almost instant results and a greater reach. Your advert gets more exposure compared to unpaid marketing. PPC offers numerous benefits including:

  • Increase website traffic
  • You can have multiple advert campaigns surrounding one keyword
  • An optimised campaign increases your click through rate (CTR)
  • Get almost instant results
What is Pay Per Click in Digital Marketing?
GET YOUR FREE ONLINE QUOTE

Keywords

The keywords you select are the most important part of any effective pay per click campaign for digital marketing. When a customer searches the internet for a product or service you provide, they use a keyword in the search bar. Once they have entered their search keyword, adverts start appearing. When the customer clicks on an advert that meets their needs, the advertiser pays a small fee to the advertising platform.

The keyword you select should be ones that rank high. You will need to carry out keyword research and analysis to identify the best keywords to target in your PPC campaign. Pay Per Click advertising is excellent for advertisers and digital marketers helping to increase reach, attract attention, enhance visibility, and boost website traffic. When it comes to creating a digital marketing strategy, many agencies include PPC as one of the main tools for success, as it offers an excellent return on investment.

Types of Pay Per Click Models

There are two types of pay per click models you need to be aware of; flat rate and bid based models. 

Flat Rate Models

Flat rate models have fixed fees. The advertiser pays a fixed fee for each click. The rates do vary and the platform decides where the advert is placed. This is a common model, as it is cost-effective, as the platforms are often open to negotiations, especially for longer term contracts.

Bid Based Models

Bid based models are one of the methods you have probably heard about. You set a maximum bid per advert that you are willing to pay. When a person searches for a product or service, the platform runs a secret auction behind the scenes, taking the advert quality and maximum bid into consideration. The bidding continues until the publisher agrees to a bidding price. 

The bidding price is often based on the quality of the advert. High quality adverts can secure top positions, while still paying a slightly lower fee. The final winner is the advert that will appear at the top of the results. 

Who Should Incorporate Pay Per Click into Their Digital Marketing?

Pay per click is ideal for a wide variety of businesses including:

Pay Per Click Advertising Types

Pay Per Click adverts come in a variety of shapes and sizes. These include:

Search Ads

Search ads are probably the most well-known form of PPC. How often have you done a search on Google and been given a page of results that include sponsored adverts and then organic results? PPC ads are the sponsored ads. The great thing about search ads is that you attract qualified traffic. Your advert only appears when someone is already actively searching for a product or service you provide.

Display Ads

Display ads are displayed to customers or users who have visited your website in the past. They are displayed to encourage purchasing. Display ads appear on websites that your potential customer visitors. 

In-Stream Ads

These are adverts you may experience when you are watching a video on Facebook or YouTube. These ads are shown before, during, or after a video. They are often considered annoying to customers. One of the benefits of this type of PPC advertising is that it ensures your business gets the brand visibility you need. 

Social Ads

Social ads are ads that appear on social media networks, such as Facebook. This is the next common platform after search engines. These days just about everyone has at least one social media account. Social ads appear in the users feed when they are browsing their favourite social media platform.

RESEARCH
Understanding your market and target audience.
1st step
STRATEGY
Putting together a clear and precise road map.
2nd step
IMPLEMENTATION
Putting everything into practise and making it work.
3rd step
MEASUREMENT
Tracking your success with tools to ensure progress.
4th step
Testimonials

See What Our Delighted Clients Say About Us

Genie Crawl carried out a detailed SEO audit for my tutoring website and explained everything in a clear and understandable way. I hired them straight away and since then I have seen a noticeable improvement in the traffic and leads coming to my website.

Jalisa Ogundelu
Owner

Awesome service, Tony and the team have been great with completing our website and meeting all the deadlines we set. They have lots of bright ideas and created so much value to our business. Our search engine rankings are now on the first page of the Google! We wouldn't have managed this without you guys!

Anna Farra
Owner

Excellent service and great results with our Google Ads account. They are always there at the end of the phone when we need them and they are a friendly bunch of people to deal with. We are very happy with the results.

Olesia Luspa
Owner

Genie Crawl has helped massively with my rankings as a business owner using SEO. My business is doing very well now, all thanks to them!

Daniel Rushton
Owner

Genie Crawl is a very efficient company to work with; they were clear on what they felt they could offer and assisted me in improving my SEO rankings.

Rob Cain
Owner

GenieCrawl was recommended to me for their SEO optimisation services and they have been great to work with. Our traffic jumped straight away and our business has gone from strength to strength thanks to their support.

John Carter
Owner

I was really struggling to get my SEO ratings higher for my business, and my website noticed on google. Thanks to GenieCrawl and their excellent service and SEO knowledge, I was able to increase my rankings sufficiently and am now reaping the benefits of their optimizations. I would highly recommend their service if you are struggling with SEO rankings as I was.

Fynn Healy
Owner

As a new business start up we needed help driving traffic to our website. In all fairness this was an area we were all pretty clueless on. Genie Crawl have been invaluable to us and undoubtedly have been a driving force to increasing sales. They are always there with helpful advice when we need them. Thanks!

Sarah Williamson
Owner

I was a little skeptical about hiring a company to help with the SEO for my website, but I am over the moon with my decision to work with Genie Crawl. They have really increased the traffic to my website and I would highly recommend them to everyone!

Becky Townsend
Owner

Fantastic company. They've been essential in getting us the business that we need. Would completely recommend. We've really found that our rankings have gone through the roof. SEO experts for sure! A+

Lee McRae
Owner
Contact Details

Contact Us

Visit Our Location
US: 244 5th Avenue, New York City, New York, 10001
UK: 120-122 High Street, Whitton, Twickenham, TW2 7LL
Get in Touch

Drop a Line

Complete the form and a member of our team will be in touch shortly to discuss your enquiry.